Nokia and Microsoft’s joint, there are many people who chaffed them products brand should call “Nokisoft” or “Microkia”, actually any name, if they can’t in the end product design, user experience and resources integration chain on continued to improve, so is likely to turn into the No Win (No)”
In smart phones of the fast development of mobile Internet times, nokia is suffering from an unprecedented challenges, the current sales’s largest mobile phone brand market share is being nibbled fast, since February this year, and its shares have fallen 26%. No matter be “own son” saiban (Symbian), or with Intel’s “illegitimate” MeeGo all save the slide the nokia Symbian has already become the pronoun of ZhongDiDuan mobile phone operating system, and the terminal type always in MeeGo “has been exposure, never published” situation.
In consciousness to the future after the importance of mobile Internet, 11 February 2011, nokia officially announced and Microsoft found a broad strategic cooperation relations, the future will put Windows Phone as a smartphone of the main operation system, and participating in the development. Obviously, that Microsoft is also a chance to break through the bottleneck. Earlier PPC2002 to Windows Mobile 6.0, 6.1, 6.5 are for users, all of these are but will Windows desktop system do some changes, then applied to Mobile phones, far from what window. Until 2010 the WP7 launch, to let the industry saw a glimmer of hope. To Microsoft for, hao throw 1 billion dollars in hand nokia will have a broader market space, also be quick save market share the important means. The problem is, the declining aristocracy marriage, will have a new miracle?
Win-win or double lose, strategic decision to everything
In fact this pile “marriage” from the start, the underdog, with staff street protests parade, stocks tumbled and media bad-mouthing sound one, nokia and Microsoft still strong to stride, but apple and Google compared, they always seem to fit with the the trend of The Times, a mobile phone big alligator and a PC software giant in the wave of mobile Internet, be renewed plate thegoal impact, this is exactly what causes?
February 2011 in Barcelona, Spain at the world’s mobile communications conference is over, with “a dream come true” as the theme of the conference that all visitors stood in the mobile communication technology yet. Whether the meeting of the four new Facebook show of mobile phone, or the mobile phone giant new applications, and even China dominated the next generation of mobile communications technology TD-LTE, demonstrates the point: the world changed. Mobile Internet age is rapidly subversion each person’s life, understanding and sharing information at any time and place, processing business documents, enjoy video games and entertainment is the future of key industries. Today’s industry hit a purple patch of Google and apple in this trend is grasp, and in the hands of the ShangFangBaoJian they hold is “Android” and “iPhone/iPad + AppStore”.
Microsoft in PC field has been a group for many years, but in the mobile Internet age was aware of their strategic out the problem. WP7 launch of the so-called shadowfax so far there have been three or four months, but so far without a mature mobile phone in China market, more seriously, the mobile phone brand for WP7 is still change their minds. Smart phone market in the United States, a quarter past Android market share continue to rise, to 32%, and only 8% share of WP7 not only, and still continue to fall 2%. Obviously, samsung, and MOTOROLA are all Android platform taste blood, the vice President of MOTOROLA Christian even claims that will completely absorbed in Android, SONY Ericsson WP7 are beginning to lose my confidence. Nokia has already become Microsoft’s the last straw.
In fact, Microsoft and nokia today is not only the bottleneck facing our product, the more the key is in getting their industrial chain powerful support, resource integration very passive. In the mobile Internet industry chain, “end products-operating system-application software” is the core of the chain. At present, the application software developers in the apple and Android on the platform of the busy trying, it is not possible Microsoft WP7, because the developers spent time to study a no sales, and can’t be compatible with old version before the WP7, apparently not reality. No wonder that Google engineering vice President gondor trafford in poking fun “micro’s marriage” think: two turkeys can’t the eagle, this even “shear copy” function are not operating system clearly not the industry was valued by. In addition, the location is also WP7 pour own a stone, Microsoft for WP7 hardware and software configuration request high, almost all need 1 GHz processor of the above, it results in the high-end market by WP7 will apple cisco iOS sniper, GaoBuCheng low not.
Innovation cooperation “GongXinWeiShang”
In the mobile Internet industry chain, any role can’t escape from the chain and independent existence, but need more extensive cooperation and extension, such as Google began to launch its own brand mobile phones, China mobile is to create your web portal and application store, mobile phone began to implant making friends, such as community map key application and so on. Apple iPhone and not only because products do well succeed, if not AppStore more than 300000 applications, so apple fans will not so much, so true. On the other hand Microsoft Windows Phone number of applications have only poor 8000. Google’s Android is not only because of the open source and free for today’s achievement, more key is Android is big enough to open, allowing users to have more freedom to customize system, and have a more excellent end products are available: HTC, MOTOROLA, dell and touch screen phone does not as inferior as large in the iPhone. Google has even launched App Inventor, can let no development experience of users DIY own Android program. This kind of industry chain completely open strategy and a deep understanding of the user experience, it is today the leading reason Android absolute. So, how to correctly deal with mobile Internet market challenges?
The end product innovation. Apple fans will because iPhone AppStore while fans, but nokia users are not necessarily because nokia mobile phones and falling in love with Ovi Store WP7 or, it shows that the end product design is an important link, but the pity is nokia this once tidal current mobile phone giant, in recent years in product innovation is known after after sleep, from music cell phone, the blackberry style to high-end commercial airplanes, touch screen is the slow people a beat. It also led to a nokia smartphone market share in the four consecutive years has declined, the intelligent products in high end competitiveness is insufficient, ZhongDiDuan product innovation speed and slow, “” can’t afford than apple, samsung and HTC,” “can’t afford than many domestic brand and product fortress, now only by its product quality stands up to the most rigorous test and supported earnestly. “Resistance to fall off, save electricity, and easy” these elements are not the selling point of the mobile phone, group after group of nokia fans have abandoned the nokia, nokia mobile phones that not only in appearance design is behind, in the product application has also can’t meet the demand of the market, in this respect saiban (Symbian) system obviously serious to drag the hind leg of nokia, in the face of popular among the rich have no culture, use nokia “badinage, nokia and no rapid response.
The user experience. In fact, the decision of the user experience and is not a product of the hardware, but software, namely cell phone operation is humanity, whether can be personalized customize, are there many amazing application functions, entertainment business whether can two not mistake and very comfortable with it. In the United States famous IT magazine “eWeek” chosen by the failure of the 2010 years of ten of the science and technology products, Symbian mobile phone operating system the highest impressively, this from a side, see that 2010 is the rapid decline of the nokia a year. In addition to lay-offs, high-rise change besides, nokia’s new sales not good, saiban foundation shut, flagship model listed delay proved the importance of the operating system, which is also would later and Microsoft win-win team reasons. Android open source characteristics of the system, make any structure, any form of development have play of leeway, this obviously attracted more developers and mobile phone manufacturer cooperation with it, in the main screen, Android advocate the idea of “users can do want to do everything,” in the text input, Android system allows users to customise customize keyboard. WP7 to through the nokia to try and win, it must be in more detail fluctuation kongfu, for example, need not unlock can see marked text messages, schedule or email to, can let users in under unified style personalized Settings, and so on, these subtle precisely for the affections of the key.
Industrial chain the extensive cooperation. For the present, telecom operators, program developers, terminal manufacturers and users are very much looking forward to more humanistic products emerging, it refers not only to the terminal equipment itself, including the good experience of application software and user support, personalized service and so on, such as the network shopping (including bulk order), location based mobile social networking (such as the hottest FourSquare), mobile phone search, mobile phone, online game, wallet audio-visual products to buy, mobile marketing, mobile phone micro bo. These applications require companies to have the industrial chain of resource integration ability, can create a user through mastery of screaming experience, if developers can’t deep understanding to iPhone, so such as “virtual beer”, “mobile phone piano”, “the finger treadmill” such classic won’t be so popular. As lotte market by wireless pay became the largest Japanese network mall, China mobile is strive to create social networking site 139 com, and instant messaging software fly letters and program stores MM, this explains in the mobile Internet industry chain, “killer” application is very key elements, as long as find the ammunition, can say any enterprise to be able to come.
Nokia and Microsoft’s joint, there are many people who chaffed them products brand should call “Nokisoft” or “Microkia”, actually any name, if they can’t in the end product design, user experience and resources integration chain on continued to improve, so is likely to turn into the No Win (No) “. Mobile Internet industry is a changeable very rapid industry, is also a miracle to the industry was born, as long as the strategy is proper, the user’s mind touch enough to connect fully, so anything is possible.